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This appealing text, written for students and marketing practitioners, provides a thorough introduction to qualitative methods in market research. All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else. Borrowing techniques from anthropology, sociology, psychology, and communication, the book presents specific examples to illustrate how these techniques are adapted for marketplace research. Studies conducted by renowned scholars and practitioners guide readers through all the nuances of qualitative methods needed to develop, execute and analyze state-of-the-art marketplace studies.

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Book Details

ISBN: 9780761922704
ISBN-10: 0761922709
Format: Paperback
(228mm x 152mm x 13mm)
Pages: 272
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 20-Apr-2001
Country of Publication: United States

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